"Internet celebrity ice cream" Zhong Xuegao, a brand that was once famous for its first grade, has recently attracted attention again due to its rapid "shrinkage". From $60 to $2The 5 yuan expiration product, Zhongxuegao's ** fluctuates so much, so that consumers can't help but ask: Is this an IQ tax or a market law? What kind of story is hidden behind the collapse of Zhong Xuegao? Let's unravel the mystery of this "Ice Cream Assassin".
Since its inception, Zhongxuegao has attracted the attention of many consumers with its unique taste and high-end positioning. However, its high ** also discouraged many people. 60 yuan for ice cream is undoubtedly a luxury for ordinary consumers. So, why can Zhong Xuegao sell so much?
On the one hand, Zhong Xuegao's brand marketing strategy has contributed a lot. Through a large number of advertising and social promotion, Zhongxuegao has successfully created a high-end and fashionable brand image. In addition, its unique product design and packaging also add to it. On the other hand, the choice of raw materials and the complexity of the production process also lead to rising costs. However, whether consumers are really willing to pay for these added values has been a controversial topic.
Nowadays, Zhongxuegao's ** is rapidly "shrinking", and the expiring products are even as low as 2$5 per piece. This phenomenon has left many consumers confused and dissatisfied. They began to question whether Zhong Xuegao's ** was reasonable and whether there was **fraud**. Some consumers bluntly said: "I feel that I spent so much money to buy Zhongxuegao before, which is simply paying IQ tax." The spread of this sentiment not only had a negative impact on Zhongxuegao's brand image, but also made people question the entire ice cream market.
1.The result of market competition.
With the increasing popularity of the ice cream market, many brands have poured in, and the market competition has become more and more fierce. In such an environment, Zhong Xuegao's ** strategy may be difficult to work. In order to compete for market share, price reduction has become an inevitable choice. In addition, consumers' consumption concepts are also gradually changing, they pay more attention to the cost performance of products, and the acceptance of ** ice cream may be reduced.
2.Product quality and cost considerations.
Does the decrease in *mean a decrease in product quality? This is a concern for many consumers. In fact, while reducing prices, Zhongxuegao also needs to take into account the control of costs and the guarantee of profits. If you blindly reduce the quality of the product and ignore the quality of the product, it will ultimately damage the interests of consumers.
3.The importance of regulation and integrity.
Zhong Xuegao's volatility raises questions about fraud. It also reminds us that in a market economy, the importance of regulation cannot be overlooked. Enterprises shall abide by relevant laws and regulations, be honest and trustworthy, and shall not use first-class means to deceive consumers. At the same time, consumers also need to enhance their awareness of self-protection, consume rationally, and not blindly pursue first-class products.
Zhong Xuegao's case has given us a lot to think about. In this era of transparency, consumers are more and more in-depth about products, and they have the right to judge the quality and quality. Businesses need to listen carefully to consumers and continuously optimize their products and services to meet their needs.
In the future, the ice cream market may usher in more fierce competition and change. Whether it is a traditional brand or an emerging brand, it is necessary to find a balance in terms of quality and marketing in order to gain a foothold in the market. And for consumers, they also need to remain rational and vigilant and not be misled by false propaganda.
Finally, I hope that Zhong Xuegao can learn a lesson from this incident and re-examine his brand positioning and market strategy. At the same time, I also hope that other companies can take this as a warning and jointly create a fair, transparent and healthy market environment Internet celebrity ice cream